The developers and marketers behind HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against considerable competition. For HEYLO to surpass pure stevia, which currently enjoys a dominant position in the market, the new product must prove its efficacy. As reported by Mintel in August 2017, stevia was featured in over a quarter (27%) of new products launched in the previous year that utilized high-intensity sweeteners. The leading categories for new stevia-based launches included snacks, carbonated soft drinks, dairy products, juice beverages, and other drinks.
The adoption of stevia is on the rise across a variety of products due to its intense sweetness and easy sourcing. Companies like Pyure and Apura Ingredients, which offer a range of sweetener options, have quickly introduced various stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is motivating both large and small food companies to incorporate stevia to lower sugar content in their offerings while maintaining taste and mouthfeel. Major brands such as PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have helped transition stevia from a niche ingredient to a mainstream option. Notably, Coca-Cola has launched a stevia-sweetened soda that contains no sugar or calories and avoids the aftertaste that often accompanies stevia products. This new beverage is set to debut in a limited market outside of the U.S. in the first half of this year.
Stevia’s key benefits include its natural sweetness, which is 30 to 40 times that of sugar, and its zero-calorie content. This natural potency means that only a small amount is required, allowing brands to use significantly less of the ingredient. Moreover, stevia is relatively easy to cultivate and can thrive in a variety of environments. Unlike previously popular artificial sweeteners such as aspartame, stevia is entirely natural, aligning with consumer demand for clean labels.
These characteristics have propelled pure stevia ahead of competing sweeteners like monk fruit, agave, and honey. However, HEYLO has a unique advantage as it offers multiple varieties. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s Chief Marketing Officer, informed Food Navigator that the company is collaborating on applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water.
Cage noted that stevia often includes bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—so it can effectively replace sugar in applications that require volume or body. These carriers can constitute 80% to 90% of the product and may negatively impact digestion and flavor. However, HEYLO incorporates acacia fiber, which mitigates any off-flavors for a cleaner taste.
At first glance, HEYLO appears to have a bright future ahead, but it is still in the early stages and must fulfill its commitments to provide a clean taste. Additionally, it needs to remain cost-effective and compatible with many food products’ ingredient lists. Any changes in texture or excessive costs could potentially lead HEYLO to join the ranks of other promising sweetener alternatives that have failed.
It remains uncertain whether consumers will embrace a new sweetener or continue their search for more natural, authentic-sounding ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream need rather than a niche interest, and there is significant profit potential for the winner. As consumers seek to equate their health choices with quality, products like HEYLO must compete alongside staples such as calcium citrate D3 petites dietary supplement tablets (200 count), which reflect the growing trend toward health-conscious options.
In summary, the future of HEYLO hinges on its ability to deliver on its promises while navigating a competitive landscape that increasingly values transparency and natural ingredients.